Brand Positioning

Positioning and repositioning a brand

Brand Positioning

Vanessa Oshima and Tobias Wacker, ESOMAR, Congress, Nice, September 2014

This paper sets out how Coca-Cola, the soft drinks company, used a social media tool to understand coffee culture in Japan.

Neale Cotton and Julian Dunne, ESOMAR, Congress, Nice, September 2014

This paper explains how organisations with seemingly disimilar target audiences and product offerings can construct a unified master brand positioning.

Stephen Whiteside, Event Reports, Direct Marketing Association Webinar, August 2014

This event report discusses how LEGO, the toy brand, is embracing the growing number of digital platforms on offer while keeping plastic bricks at the heart of its business.

Stephen Whiteside, Event Reports, Argyle CMO Leadership Forum, June 2014

This event report discusses why Principal Financial Group has made simplifying the financial-services category a core component of its strategy.

The Communications Council, Gold, Australian Effie Awards, 2014

This case study describes a campaign to reposition beverage brand Coke Zero in Australia by appealing to the desire of young adults to get more out of life.

Alex Hernandez-Brun with Dorothy Fitch, WPP Atticus Awards, Merit, Advertising, 2013

This article establishes the case for creating different advertising to the category standard in order to capture attention and build stand-out brands.

Shekhar Deshpande and Kyle Lusk, WPP Atticus Awards, Merit, Strategy, 2013

This article demonstrates the best way of exploiting a new innovation and how to far to stretch it.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Mondelez relaunched its Fidorka, a sweet biscuit snack, to 20-45 year-olds as a fun/playful product in the Czech Republic.

Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014

This case study describes how Virgin Mobile, the mobile phone network, increased its share of the Australian post-paid market by generating earned media coverage following its recruitment of Doug Pitt, actor Brad Pitt's younger brother, as a brand ambassador.



How to position effectively

Tips, reminders and recommended reading


Create brand appeal

Implicit marketing and repositioning brands


Brand positioning statements

A practical how-to guide for marketers


NRMA: Differentiation makes a massive difference

Positioning a brand to justify a price premium